The Inside View: Microsoft's Top Execs Sound Off On $7.2 Billion Nokia Buy

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5. What Will You Do Differently As The Owner Of Nokia, As Opposed To A Partner?

Steve Ballmer, CEO, Microsoft

"The marketing approaches we have used in the past are insufficient. This deal enables us to invest in a single marketing campaign, which allows us to officially communicate the Windows Phone value proposition to consumers with one brand and a united voice, making the market for the entire Windows Phone ecosystem."